There was a time when mobile marketing was just a minor consideration. Now, many brand campaigns center wholly around mobile devices, as it is an instrumental component and a vital necessity if a brand wishes to stay competitive. Much of the world now has its eyes fixated on mobile devices, which may explain why mobile ad spend has risen exponentially. Put simply, to reach more customers, you must adapt your marketing campaigns to include mobile. The writers at Adweek discuss much of the mobile marketing movement in their Mobile category. The collection of content in Adweek's Mobile category showcases how many brands are taking charge of their mobile marketing campaigns in various innovative and highly effective ways.